ARTICLE ROUND-UP. WANT TO EXPLORE THE WORLD OF CHANGE IN MARKET RESEARCH?
This fortnight’s edition of weseethrough headlines offers fascinating insights into the world of market research and consumer insight. Read on for the latest news, and keep yourself up to date with the headlines that matter.
Researchers from the Rotterdam School of Management, Erasmus University (RSM) have conducted a study using brain scans to understand which elements in TV ads trigger viewers to look up the product online. The team concluded that TV ads that show the product’s functionality and spark the viewer’s imagination are most effective.
This week, consumer insights giant Kantar announced Julie Kollman as their new Chief Research Manager. Kollman takes over from Efrain Ribeiro, who has now retired. Kollman is the former Head of Insights at multinational brewing company SABMiller and has also held various roles at Mondelez, PepsiCo, Allied-Domecq and Nabisco.
Simon Gwynn discusses the growing trend of FMCG companies ramping up their direct-to-customer platforms.
In his article, Simon Gwynn poses the question ‘Are FMCG giants trying to cut out the middleman?’. This follows Unilever’s move to develop new direct-to-consumer platforms, a strategy highlighted in a recent job advertisement by Unilever which requested “entrepreneurial” candidates. Retail Remedy consultant Paul Thomas, called for supermarkets to view the emerging ‘direct-to-customer trend’ as something to “embrace rather than fear”.
Paragon, a Unilever initiated partnership has teamed up with The Global Research Business Network to launch an initiative aimed at aiding governments, academics, and non-profit organisations to tackle the 17-point plan of the UN Global Goals. Paragon will work with GRBN to create a global database where people working for research companies, as representatives or individuals can register their interest and willingness to help and offer resources to donate. From this database, governments, academics, UN and NGOs can easily access the resources to get the important data and insights they need.